Staff Reporters
Nov 25, 2020

Video viewing near saturation point in Hong Kong: OMG

TOP OF THE CHARTS: Hong Kongers watch 67 hours of video a week, as eyeballs shift to social-media sites at the expense of free TV, according to a new report from Omnicom Media Group.

Video viewing near saturation point in Hong Kong: OMG

Hong Kong people are watching about as much video as they can, with a weekly total viewing time of 67 hours nearing the "saturation point", according to a new report from Omnicom Media Group Hong Kong.

That finding is among the data points from the fifth wave of OMG's Hong Kong Video Content Viewing Landscape study, done in partnership with Toluna. The survey, done in June and July, sampled more than 1000 consumers aged 18 to 59 who had watched any TV or video over the prior seven days.

According to the report, viewing time on digital platforms remains high (23 hours per week), while it has dropped slightly for free TV (to 21.4 hours per week) from a high in the last wave of the study. This viewing time has shifted to social media, where viewing time rose to 18.5 hours per week. 

Among digital platforms, YouTube experienced a decrease in viewership, but an increase in viewing time.

In the OTT arena, both MyTV Super and Netflix scored penetration of 30% and similar viewing-time figures (3.2 hours for MyTV Super and 3.5 hours for Netflix).

Netflix notched a "remarkable" viewing-time increase, from 2.4 to 3.5 hours per week, to go along with its siginificant subscription growth. More than a quarter of respondents have subscribed to OTTs in the past six months, with Covid-19 (51%) and increased interest in foreign content (57%) being cited as the main reasons.

Meanwhile, livestreams have also gained in popularity, with 64% saying they had watched one in the last seven days. Facebook is the top streaming channel for people aged 35 to 44, whereas YouTube and Instagram are favoured by those under 34.

In the free over-the-air TV space, both TVB and ViuTV saw a dip in both viewership and viewing time, while RTHK and HK OpenTV gained viewership.

This article is filed under...
Top of the Charts: Highlights of recent and relevant research


Related Articles

Just Published

7 hours ago

Hennessy and NBA give tattered basketball court a ...

INSPIRATION STATION: To mark a new partnership between the two brands, Hong Kong-based artist Taxa was commissioned to produce a large graffiti piece in Tsing Yi Estate.

8 hours ago

Creative Minds: Dentsu’s Anupama Ramaswamy is ...

The national creative director at Dentsu Impact India on her love of Satyajit Ray, working under pressure, and being labelled ‘aggressive’ as a woman in creative.

10 hours ago

Teads launches not-for-profit programme for advertisers

Teads will award NGOs and not-for-profit organisations with free media to advertise their own campaigns as part of a donation programme with advertisers.

10 hours ago

Dove creates a multitasking metaverse experience ...

AD NUT'S RANT OF THE WEEK: Baby Dove's #RealMomsVillage proposes it can be a place where mothers in the Philippines can 'unwind, socialise and be productive all at once'. But do new mothers have time to 'gain incentives' in the metaverse?